Certinia Winter Release adds AI help to cut admin for project managers and CSMs

Certinia says it is on a path to move Professional Services Automation (PSA) beyond automation into autonomous operation. Its Winter Release, out today, advances along that path — but what does this mean for the existing human workers in its customers' Professional Services Organizations (PSOs)? The emphasis is on human-agent collaboration rather than replacement, says the vendor, and this perspective is echoed by customers. Beth Roach, VP of Professional Services Strategy and Operations for Informatica, which has just completed its acquisition by Salesforce, speaks as an early adopter of the features rolling out in this new release. She says the focus is on freeing up staff from repetitive tasks so they can spend more time applying their experience and critical thinking:

How do we take our staff, identify what they need to critically think about and where they need to focus on the art of their job, versus what items that ...